Spot the oddest thing in this ad meant to celebrate women empowerment

Why do women need to look like men to look powerful? Photo Courtesy: Twitter

A couple of days ago, I was scrolling through my Twitter feed, when I came across a particular tweet. It was a screenshot of an advertisement. Some user called Meera Srinivasan had pointed out the hypocrisy in the name of woman empowerment there. Now, almost everything related to the topic interests me, so I quickly zoomed in. I realized it was an ad, printed in a Sri Lankan newspaper. To be precise, it was a public service ad by the Ministry of Finance and Mass Media. But, before I go into details, you might want to take a look at it. So, here it is:

Doesn't this rather odd advertisement from the Ministry of Finance and Mass Media in today's paper, reinforce what it is claiming to challenge? @MangalaLK @Sudarshana_RN #lka pic.twitter.com/9NmB8mdLbb

— Meera Srinivasan (@Meerasrini) November 19, 2017

You don't have to be a genius to figure out what sentiment the makers of the ad are trying to tap on. The words "You Don't Have To Be a Man To Participate In The Nation's Progress," hits you hard. Of course, your gender doesn't define what you can or cannot do in life. And for a second you are impressed. Nice concept, you mutter to yourself. But, wait for it. There's more. As you look at the picture, right next to the text, you see something rather peculiar.

The model used in the ad is made to sport a digital beard to drill home a message. Basically, the woman is made to look like a man to justify the words: "You Don't Have To Be a Man To Participate In The Nation's Progress." And that indeed is an irony in itself. The advertisement, on one hand, goes onto state that women are equal to men and have an equal role in nation building. However, they do so by giving the woman the traits of a man--such as a beard.

You see, every woman is different. Some like to wear pretty dresses, put on make-up, wear heels, sing songs, etc etc. But, these so-called feminine traits don't make them 'weak'. Similarly, some women like to dress in jeans and shirts, not wear make-up or jewelry, and like to skip mundane beauty rituals. But, this doesn't mean they are men in bodies of women. So, no matter how they like to dress up or behave, women don't need to adhere to traditional masculine traits to look strong. Something that the ad goes onto to do.

It's unfortunate that somewhere we still feel the need to make a woman look like a man to show strength. A model in heels and dress can do a lot too. She can participate in nation building as well. And interestingly, a lot of people agree with the irony too. Some of them took to Twitter to share their views.

"I'd say it seems a well directed policy with rather poorly advised graphic work," wrote one user.

I’d say it seems a well directed policy with rather poorly advised graphic work. #lka

— Somawansa (@somawansa2) November 19, 2017

"It is really a demonstration of male chauvinism under the garb of empowering women," commented the other.

It is really a demonstration of male chauvinism under the garb of empowering women.

— V.Thanabalasingham (@Karavaibalu) November 19, 2017

So, what do you think?